A reporter's job is to get the most accurate and interesting story he or she can. Whether journalists make you look good or bad in the process is inconsequential to them ? their loyalty is to their story, and their goal is to elicit the most dramatic quotes possible from you.
This is not to suggest that you should view every encounter with reporters as adversarial. In fact, most interviews are quite straightforward. But a good journalist will try to steer you "off message." He or she will use well-established tricks of the trade to get you to say things you didn't intend to say, and some of those things might prove embarrassing when you see them in the newspaper the next day.
By knowing some of the tricks of the reporting trade, you can maintain control of the interview and get the quotes you want. Below are three ways to avoid falling into a reporter's trap:
1) Never Repeat a Bad Question in Your Answer -- It usually starts innocuously enough. A journalist will tell you that because his or her questions will not be included in the story, you should answer the questions in complete sentences.
For example, if a reporter asks, 'Are you pleased with the number of donations your organization received this year?" he or she would ask you to answer by saying, "Our organization is pleased with the number of donations we've received this year." It makes perfect sense, and is a legitimate way of conducting an interview.
But occasionally, a reporter will ask a negative question without warning. You have to break the rules here, and answer the question as a positive.
For example, if a reporter asks you, "Is it true that your organization has committed fraud?" you probably don't want your quote the next day to say, "It isn't true that our organization committed fraud." Such a quote links your organization to the word "fraud," an association you'd probably rather not make.
Assuming, of course, that your business did not commit fraud, you should answer that question in a positive manner, such as, "In our 35 years of business, we have always taken great pains to ensure that our business operates within the word and spirit of the law. We have operated ethically in this case, as we strive to in all of our dealings."
2) Shhhhh! -- During most interviews, reporters will ask a steady stream of questions and you will answer them. No surprises there. But remember the goal of the journalist ? he or she wants to steer you off message in order to elicit a more interesting response.
Sometimes, after you finish answering the reporter's question, the reporter will just sit there, as if he or she wants you to continue speaking. The silence usually flusters the interviewee, who tries to please his or her interviewer by speaking again ? and usually strays far off message in the process. Don't fall into this trap! If you find yourself in a "reportorial stare down," simply ask whether the reporter has another question and move on.
3) Don't Assume the Reporter Knows What He Says He Knows -- For this one, I'll turn it over to Eric Nalder, an investigative reporter for the respected San Jose Mercury News. In his article, "The Art of the Interview," Nalder writes, "Play like you know. Ask the official why he fired the whistle-blower rather than asking whether he did the deed. The question presumes you already know even if you don't have it confirmed. They'll start explaining rather than denying."
In other words, by falling into this trap, you may be the person who confirms a negative story about your own organization. If the reporter has made a false assumption, speak up. If not, don't help the journalist confirm it unless you've made a conscious choice to do so.
Brad Phillips is the founder and president of Phillips Media Relations (http://www.phillipsmediarelations.com). He was formerly a journalist for ABC News and CNN, and also headed the media relations department for the second largest environmental group in the world.
Chicago limo Skokie ..How to write a press release is a major challenge... Read More
I address this article to businesses, associations, non-profits and public... Read More
Ideally, you will have two types of quotes in your... Read More
Especially good advice for business, non-profit and association managers whose... Read More
Last month, we told you about "pay for play," a... Read More
One of the greatest ways to promote your product or... Read More
There are many ways you can get tons of free... Read More
China's media is booming creating opportunities for marketing-savvy businesses. But... Read More
Because it can alter individual perception and lead to changed... Read More
1. Your press release should sound like news, not an... Read More
A Press Release is a captive story that can be... Read More
The VIP databases are fun to create and can be... Read More
THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More
If you don't have a grip on public relations, how... Read More
True, because department, division or subsidiary managers for a business,... Read More
When your public relations results pretty much depend on whether... Read More
If you own a franchise and have company vehicles, be... Read More
As the kids say, how cool is this?You're a business,... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
Well, for starters, because good public relations can alter individual... Read More
As eyes look forward to a new business year, many... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
Can you honestly say that your business, non-profit or association's... Read More
The public relations bar, should such a proficiency measure ever... Read More
In a media interview, always stick to your main points... Read More
limo O'Hare Bonfield ..The wind of changes...The digital world has changed the form... Read More
Managers in the non-profit, association and business worlds need to... Read More
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
Imagine you're the technology reporter at a daily newspaper. You... Read More
A few weeks ago I was participating on an on-line... Read More
Where is there a business, non-profit or association manager who... Read More
Can your PR do something positive about the behaviors of... Read More
You've heard "them" say it, haven't you?By "them" I mean... Read More
New business owners often miss out on publicity opportunities because... Read More
The most sensible way for business, non-profit or association managers... Read More
Would you like to be the next Dr. Phil, Suze... Read More
Since the major part of a small business typically comes... Read More
What do you do with junk mail? Are you like... Read More
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More
Public relations changes minds in the process of delivering what... Read More
As the comedian Steve Martin once said, "some people have... Read More
The Internet may have opened worlds for businesses and consumers,... Read More
Public relations is popular because it is very cost-effective and... Read More
Some folks see the word "strategic" as a needlessly tiresome... Read More
To survive in business, you've got to focus your attention... Read More
Is your business looking for new and creative ways to... Read More
Here's the point: people act on their own perception of... Read More
When times are tough, it's no time to ignore those... Read More
In an ideal world, your business would be overflowing withnewsworthy... Read More
Journalists are trained and often experienced at getting information out... Read More
Public Relations |